HUMAN VS. ROBOT: Crucial insights into technology integration, customer perceptions, and staffing strategies for hospitality industry.
Service robots: Enhancing efficiency without compromising guest satisfaction.
The hospitality industry is facing increasing challenges due to labour shortages and high staff turnover. To address these issues, businesses are exploring innovative solutions, including the use of service robots. But how do guests perceive robotic versus human service agents? And what impact do these robots have on the overall hospitality experience?
A new study conducted by researchers at Hotelschool The Hague, Haaga Helia University, Finland and Sheffield University, UK —Alexander Lennart Schmidt, Klaas Koerten, Aarni Tuomi, Dr. Dahlia El-Manstrly, and Karoline Wiegerink—examines these critical questions through a real-world experiment. Published in the academic journal Strategic Change, this research provides valuable insights into the effectiveness and potential role of service robots in hospitality by testing them in operational hotel environments.
Key Findings from a Real-World Hotel Experiment
The study was conducted in a real-world hotel environment, including Skotel Amsterdam and Skotel The Hague — student-run hotels of Hotelschool The Hague where future hospitality leaders refine their skills — as well as a five-star hotel in Amsterdam. A total of 200 respondents participated, allowing researchers to compare guest experiences with human and robotic service agents in an authentic hotel setting.
To assess the impact of service robots, the study involved a field experiment with 200 participants. Guests had the option to interact with either a human or a robotic service agent for information. The research measured key factors such as guest satisfaction, overall hospitality experience, and the likelihood of returning to the hotel.
The findings challenge common concerns about robots in hospitality. The study found no significant difference in guest satisfaction between human and robotic service agents when providing information. Robots performed just as well as human staff in fulfilling this role, demonstrating that they do not negatively impact the hospitality experience.
Additionally, the research suggests that robots can complement human staff, helping to address labour shortages without compromising service quality. By handling routine tasks such as information provision, service robots may allow human employees to focus on more complex, high-touch interactions with guests. This shift could also lead to cost savings for businesses while maintaining high levels of customer satisfaction.
Why it matters
As the hospitality industry continues to evolve through digital transformation, this study provides crucial insights into how service robots can be effectively integrated into hotel operations. The results offer practical guidance for hoteliers looking to balance technological innovation with exceptional guest experiences.
For those interested in the full study, read it here.
If you are an industry partner interested in collaborating with Hotelschool The Hague students on these innovative research projects, please contact the Research Centre via research[@]hotelschool.nl
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